BY BESTENIGAR KARA
The international hotel chain Dedeman Hotels & Resorts International has returned to Uzbekistan with three new hotels and three different brands. The company inked a franchise deal with the Uzbekistan-based Zarafshan Golden Group, known for investments in the tourism and construction industries, for ‘Dedeman Tashkent,’ ‘Zarafshan Managed by Dedeman’ and ‘Rest & More by Dedeman Navoi Uzbekistan’s hotel projects to be launched this year in Tashkent and Navoi.
The signing ceremony was held at Dedeman Istanbul on March 21. Speaking at the event, Dedeman Hotels & Resorts International Chairman Ergun Demiray said the focus should be on areas such as culture, religion, gastronomy, and health tourism besides the sun-sea-sand (3S) tourism. “We incorporated two brands around two and half years ago. Today, we operate with ten brands. There is a need for diversification in the tourism industry,” Demiray noted. “That’s why we created these brands. We will launch another new brand soon,” he added.
Dedeman Hotels & Resorts International estimates the occupancy rate of Dedeman Tashkent, Zarafshan Managed by Dedeman, and Rest & More by Dedeman Navoi Uzbekistan to hover around 65-80%. Moreover, the company has collaborations in Samarkand and Bukhara. “The hotel contracts in these cities are about to shape. We will bring the Dedeman quality to these provinces if we agree,” said Demiray. Dedeman Hotels & Resorts International, which currently operates in five countries, aims to double this figure to 10 at the end of 2025.
The international hotel chain, which also increased the number of hotels by 70% in the last two years, increased the total number of facilities to 63. Demiray emphasized that the number of projects about to be signed is 20. Moreover, Dedeman Hotels & Resorts International’s financial efficiency was 55% in 2023. The company aims to raise the number of hotels to 75 in July.
Dedeman Hotels & Resorts International welcomes guests from all nations. However, Turks account for 80% of them. On the other hand, guests aged 35 and above are accommodated more at the Dedeman Hotels & Resorts International hotels. “The youth is what we lack. Young people are hesitant to accommodate at hotels due to prices,” Demiray noted. Within this frame, as part of Dedeman Loyal Club membership, accommodation at the Dedeman hotels is free for the 0-12 age group, while the company offers a 30% discount for the 12-20 age group and a 20% discount for the 20-30 age group. “We have started to receive demand. If we can make the young generation love our brand, we have 50 years of customers ready.”
A QUOTA SHOULD BE OPENED FOR LOCAL TOURISTS
Domestic tourists headed for other countries last year due to high prices in Turkey. Demiray highlighted that they will be more choosy this year as Turkey is in an inflationary environment. To him, controlling prices, especially in an all-inclusive concept, is difficult. “Quota should be opened with early bookings to not lose local tourists. Then prices should be raised in line with it,” Demiray said. “As foreign tourists’ purchasing power is higher than local tourists, prices should be set in line with this factor. We, on the other hand, put them in the same equation.”
Dedeman Hotels & Resorts International Vice Chairman Murat Ozmestci, Zarafshan Golden Group Chairman Ulugbek Fayziyev, and Former Culture and Tourism Minister Abdulkadir Ates also delivered speeches at the signing ceremony. Dedeman Hotels & Resorts International Vice Chairwoman Banu Dedeman also attended the event, which ended with a fast-breaking dinner.
Markets and concepts should be diversified
According to Dedeman Hotels & Resorts International Chairman Ergun Demiray, Turkey should attract foreign tourists from long distances. To him, Turkey must have alternative tourist markets. “The period of stay of tourists from distant countries increases. We need to sell experience and head for experience tourism,” Demiray noted. The savings and consumption understanding has changed; therefore, Dedeman Hotels & Resorts International places particular emphasis on its brands to be affordable. “Moreover, the concepts should be diversified. There should be different pricing for full board, half board, and all-inclusive concepts,” he said. The international hotel chain adopted this strategy at its ski resort, Dedeman Palandoken. “42% of our guests bought the room-breakfast option. Guests who chose the ultra-all-inclusive option didn’t exceed 1%,” Demiray added. “Moreover, we must please investors with our humanity. As Dedeman Hotels & Resorts International, we are flexible in some articles of our contracts. We have transformed our approach into a family environment.”
